Jewelry Brands Say Showing a Client a Good Time Brings Sales

For its first flagship store in Europe, the family-owned jewelry company Mouawad chose one of the nine Arcade boutiques at the Peninsula in London. The hotel opened in September, alongside Hyde Park Corner and Wellington Arch, and marketing makes clear that its target audience is the ultrarich.

But Pascal Mouawad, a co-guardian of the Swiss house, acknowledged that its most significant sales would not occur in the new store.

“Our big sales happen outside the boutiques,” Mr. Mouawad said as he sat beneath the store’s interior arches, a nod to the typical architecture of the family’s native Lebanon. “We do a lot of private events, trunk shows; we caravan the big pieces around the world.”

Mouawad is not alone in its approach. Taking a leaf out of luxury fashion’s playbook, which in recent years has involved whisking V.V.I.P. clients to exotic locations around the world to see (and buy) their resort collections, jewelry parties and multiday trips have all but replaced the semiannual high jewelry presentations scheduled during Couture Week in Paris.

In late December, for example, Van Cleef & Arpels invited a group of special clients to London to view some of its high jewelry pieces between private receptions and an evening at “The Nutcracker” at the Royal Opera House (the jeweler is a longtime sponsor of the theater).